Which short content should you choose to maximize conversion on your e-commerce site?

You've chosen to integrate short video content at strategic points on your site, aimed at answering visitors' questions and converting them into customers.

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But then you realize that JOIN's wealth of possibilities can seem like a complex labyrinth to navigate.

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Don't worry, we're here to guide and support you as you discover our platform!

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At the heart of this exploration, you're probably wondering: what content captivates and converts the most? What are my audience's real content expectations? And to keep their attention, what is the ideal duration of this content?

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We propose to answer these questions by analysing the 5 best-performing formats from our 100 e-comm customers.

The ideal length of video short content

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On your site, clarity is essential. Visitors, one step away from buying, are looking for quick, straightforward answers to their questions.

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Unlike social networks, where they explore, here conversion is close at hand. So it's crucial to adopt a concise, punchy approach for maximum influence.

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We therefore advise you to limit yourself to 5 to 6 cards, with a maximum duration of 6 to 7 seconds per card.

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UGC: Authenticity at the heart of commitment

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The term UGC comes from User Generated Content, and refers to all the content (photos, texts, videos) created by a brand's users (both customers and content creators). Far from the usual promotional messages, UGC offers a true vision of the user experience with a product or service.

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Not surprisingly, 85% of consumers say they turn to visual UGC content rather than branded content when making purchasing decisions.

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For Wethenew, France's leading platform for buying and reselling sneakers, it is essential to showcase the sneakers worn to answer the questions visitors may have: how do they look on the feet, what outfit should I wear with them, how will my jeans fit over this pair?

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These videos and photos, shared directly by the Wethenew community on social networks, generate a great deal more trust and reassure visitors in their purchase.

By including UGC on your site, you'll not only humanize your brand, but also gain credibility and authenticity while sharing a real insight into your product. You'll reassure visitors and reduce return rates. Last but not least, you'll strengthen the sense of community around your brand, and build loyalty.

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💡 With JOIN, you can automatically pull up all your Instagram UGC content (Stories, Post & Reel) and send a rights request to the creator thanks to a pre-written message directly from the platform. You'll receive a notification as soon as the person accepts or refuses to share their content. All you have to do is integrate this content on your site!

Customer reviews : The valuable voice of your community

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Customer reviews evolve with JOIN to reach a new level of impact and credibility. Gone are the old-school reviews in the form of stars and text. Make way for visual authenticity with photos and videos. This transformation gives new power to this vehicle of reassurance!

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Take the example of Explora Projet, an agency specializing in responsible wilderness travel, which shares customer feedback videos. Visitors need guidance: what type of group will I be sharing this trip with, are the guides real pros, is the organization well prepared, what will this adventure bring me?

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These video customer reviews offer immediate answers to these questions, while providing credible feedback on the customer's experience, thus ultimately reducing the disincentives to purchase.

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Having access to customer reviews quickly and in a visually engaging way proves to visitors that you're trustworthy and that others before them have had positive experiences, enhancing your brand's image and credibility.

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Product Details : The little extra that makes all the difference

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When you consider that, on average, Internet users read only 20% of the content of the pages they visit, you quickly realize how important it is to share essential information visually.

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Product details play an essential role in engaging site visitors. It's specific, in-depth information about a product that goes beyond basic features.

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For Smoon, which specializes in menstrual panties, it's vital to provide as much information as possible about the product and its technology, given that it's a relatively new product on the market. Smoon has therefore decided to integrate short video content directly into its product pages: technology, choice of sizes, explanation of price, ecological impact...

Another example is Hygée, France's leading brand of dietary supplements based on adaptogenic plants. Hygée's products are little-known to the general public, which is why Hygée shares educational Web Stories on its product sheets, such as how to use the product, its benefits and recipe ideas.

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These product details are crucial for your site visitors, as they provide a complete understanding of what you offer; this transparency builds trust. What's more, by highlighting unique features, you differentiate yourself from your competitors by positively influencing undecided visitors.

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Tips & Tutorials: expertise in action

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Tips and tutorials are an essential resource, highlighting your brand's expertise. This content takes the form of informative videos or images, practical guides or detailed articles aimed at solving problems your customers might encounter and sharing specific knowledge.

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Sync Protein offers organic vegetable protein products. To guide their customers in the use of their products, Sync Protein has chosen to share a series of tips and video tutorials, such as: Who are their products for? How to prepare a protein shaker? and vegetable protein recipes.

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On the same basis, Thomas Tuccinardi has added Web Stories about the hair products they offer: how to use the product, how to apply it and various hairdressing tutorials.

By demonstrating your expertise, these tips & tutorials serve as a reassuring guarantee for visitors seeking reliable information before a purchase. By offering these video and image tutorials, you create tangible value, strengthening audience loyalty and fostering a positive perception of your products.

A word from the founder: the narrative essence of your brand

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The "Founder's Word" is a personal message from the founder or the person behind the brand, sharing the history, mission and vision that inspired the creation of the company.

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Brand values and commitments are topics of growing interest to the new generations, and play a major role in their purchasing decisions: 71% say they are more loyal to brands whose values they espouse.

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Here we meet Kévin Aouragh, Founder of Sync Protein. On his homepage, he shares the story behind the creation of the brand, explaining the personal problems he encountered as a sportsman, the difficulties in finding a product that matched what he was looking for, and what he set out to do to create THE perfect product that respects our health and our planet.

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This personal message creates an emotional connection by allowing visitors to understand the personality, passion and legitimacy behind your company; you humanize your brand once again. It enables transparency by sharing a personal story, earning the trust of visitors who value authenticity. Finally, you have the opportunity to demonstrate a strong alignment with your audience's values.

In conclusion, video short content helps forge a memorable experience on your site. Whether through credibility, expertise or attention to detail, the art of short content lies in its ability to captivate, inspire trust and forge lasting bonds with a demanding audience.

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As an e-tailer, the perfect mix lies in the integration of the 5 formats presented: UGC, Customer Reviews, Product Details, Tips & Tutorials and Founder's Word. If you don't have all the formats, choose 3 or 4 to ensure diversity.

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As a reminder, good short content must answer the questions most frequently asked by visitors before they buy: it doesn't distract them from buying, on the contrary, it reinforces it!

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Since the main issue is reassurance, there's no problem in repeating the same message, whether in writing or on video. Repetition is the key to teaching!

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To take your strategy even further, our next article will explore the best places to integrate Web Stories on your sites.